Brand Identity Redesign
Continental Bedding designs and manufacturers high-end bedding, including pillows. These pillows are designed for different levels of support, shape, and sizes.
We envisioned Continental as a modern brand that balances the
feelings of serenity and a good night's sleep with a fast and modern
life that requires full focus to make every day count. It conveys
ultimate sleep quality, which is essential for making every
We made Continental shine because of its innovative approach to the brand identity within its market, which other brands claiming differentiation have made common.
The things that balance both sides (day and night) are the stars on the night sky, preparing us for rest, as well as what comes after. They act subtly to ensure we have the best of both worlds. The stars represent time to rest, as well as dreams yet to become truth.
Continental believes that there is no single way to sleep, and how and where you sleep is personal. We honored that individuality and personal preferences by using the idea of people sleeping in different poses. A message that portrays that the choice rests within us and our customers, and Continental is there to awaken it.
Both the moon and the sun are circular shapes, indicating harmony, fullness and peace of mind.
Our main goal for the overall brand identity was to portray the idea of the overlap between day (sun) and night (moon), and portray how their seamless coexistence in the identity symbolizes the harmonic dance between restful nights and productive days. This plays a crucial role throughout the branding: create the message that one can’t exist without the other.
Just as the overlap between night and day exists in our branding, so does the overlap between dreamers and sleepers. We see Continental speaking to sleepers who dream big, as well as sleepers who have achieved their dreams and just enjoy the blessing of closed eyes.
The two circles overlap, representing the moon
and sun and the two phases of the day. This way
we created two crescent moons, the most
recognizable moon phase. The sun (on the right)
is a carrier of other elements.
As we already mentioned, this was the main idea that carries the brand identity. The sun will be more important in other brand identity elements.
The two circles overlap to create
a crescent moon and indicate the core
business of Continental - good sleep.
Because “We are committed to help you dial in the right kind of product that helps you rest as you please.”
Going forward is represented by a trace of a shooting star,
indicating the aspiration for better living.
Because “You are discovering the sleep you’ve been dreaming about.”
Inside the circles we have a face with
closed eyes, representing individuals and
personalities that are sleeping in their own
way, with a star guiding them to dream.
Because “We understand that only you know how you sleep best.”
For further extending the brand identity, we leaned on the main idea - the combination of sun and moon, or night and day, if you will. This idea perfectly combines what we want to achieve - productive days made by restful nights - and it is an extension of the logo design.
The combination of the two created a
graphic element similar to the logo, but here we
gave more importance to the sun. It is
overlapping the moon, and while it does that, the sun
is made into a crescent moon shape,
which follows the whole identity.
This is a straightforward indication of “night influencing day” because even the sun is given the shape of a moon phase.
It goes in multiple directions (just like the sun and moon seen from Earth) for different branding applications.
For the pattern visuals, we opted for the individuality idea as one of the more important aspects of branding. Therefore, we used the actual poses of sleeping people to create a pattern that gloriously follows the focus elements.
The background image is a supporting secondary visual that contributes to the cozy feeling of a down pillow, and indicates softness, relaxation and a dreamy atmosphere. We were inspired by the impression made on the pillow when we slept on it.
The Continental’s photography tone is
expressed with simple confidence and
elegant imagery that is infused with a
gratifying and satisfactory sleep or awaken
state, that is saying either “let me sleep just a
bit more” or “I’m ready to take action.”
We processed the photos to have a touch of serenity and a dream-like atmosphere.
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